Peter Isaacson

We’re just a couple of months into 2017, and you may already be sick of hearing about the latest overhyped marketing trend: artificial intelligence (AI). Before you sigh and think, “Really, another one?” let’s take a few minutes to explore how this trend will actually translate into results for…

It used to be that Account-Based Marketing (ABM) was an analog tactic and could really only be executed to a few key accounts. The idea of scaling up ABM strategies to reach 500 or (gasp!) 5,000 target accounts was enough to make marketers break out in a cold sweat. Fortunately for us, that isn’t…

If you’ve been in marketing for a while, you’ve probably come across a copy of Don Peppers and Martha Rogers’ book, “The One to One Future.” (If you haven’t, it’s a good read for any B2B marketer.) Written in the 1990s, the book painted a bright future — one where marketers could connect with their…

ABM is growing up. It’s gone from a buzzword B2B marketers couldn’t quite make sense of to a strategy that’s becoming more and more ingrained in our daily lives. Nowadays, marketers aren’t asking “why ABM,” they’re asking “how ABM.” How do I get my strategy up and running? How do I bring Sales into…

Helping create a new technology category is unquestionably one of the most satisfying experiences of my career. It’s also one of the hardest, most frustrating and uncertain experiences of my career. Sometimes, an idea barely makes it out of the gate. Years ago at Adobe, we tried to create a…

We are approaching the end of another year, and with that comes time for reflection on how far we’ve come in the last 12 months and speculation about what’s ahead. If we look back on the last year in the world of sales and marketing, there’s one trend in particular that’s sparked notable enthusiasm…

When it comes to Account-Based Marketing (ABM) measurement, there’s good news and there’s bad news. The good news is that we have the ability to measure everything. The bad news is that we have the ability to measure everything. Whether it’s information flowing from your website analytics tool or…

Just last month, SiriusDecisions unveiled its new Demand Unit Waterfall, which provides an innovative framework for managing leads across the full sales and marketing funnel, and it seemed as if everyone around me couldn’t stop talking about it. What really excited me was that the new waterfall…

One of the best things about my job is that I sit right near our sales development team — so not only do I know about all the best new bars in the city, but I also hear a lot about the challenges and day-to-day frustrations that plague our sales reps. But sales and marketing alignment goes far…

One of the biggest misconceptions people have about Account-Based Marketing (ABM) is that it takes a lot of work to get an ABM program off the ground. Too often, B2B marketers are scared off by consultants telling them that they need six months to undergo a change management exercise or an army of…

Several years ago, “Big Data” became one of the hottest trends in marketing. Everyone had to harness it, use it and somehow profit from it. But quickly, B2B marketers realized that Big Data wasn’t an end in itself, but a means to accomplishing things. Flash forward to 2017: Harnessing the power of…

For B2B marketing, 2017 was a big year, with changes happening so fast that I barely had time to binge-watch “Stranger Things.” For those of you still reeling from all the activity this year, I thought I’d take a few minutes to recap some of the biggest headlines in B2B marketing and shine a light…